If you're familiar with Stephen Covey's 'The 7 Habits of Highly Effective People' you'll know that the second habit is 'begin with the end in mind', so whenever I'm talking to businesses about the customer experience I find this is the best place to start.

I like them to imagine either the conversation customers will be having in the car on their way home, or what they'd like their customers to feel, say, or do as a result of their visit or experience with you.

So, for example, if your venue is primarily for leisure you might want your customers to feel relaxed, energised, or calm.

If it's all about adventure you might want them to be feeling exhilarated, ready for anything, or on a high (and the kids to feel exhausted and sleep all the way home).

If your customers come to you to be pampered and spoilt you may want them to leave feeling a million dollars, feeling special, or confident.

You might not want them to be saying something on the lines of "Wasn't that fantastic/great value/fun/", or "We must tell John and Sarah about this place", or "We'll definitely go back there again next year".

What you want them to do might be to pick up the phone and book to come again and this time stay for longer or bring the whole family next time; you might want them to pass on your details to their friends and colleagues, telling them what a great time they had; or you might want them to be posting a rave review on TripAdvisor (or of course all three!).

So how does this help you?

Once you know what you want the end result to be it's considerably easier to plan the experience you deliver for your customers – all working towards that end goal.

You can create the activities, experiences and emotions that prompt them to feel, talk and act in this way.

And once you've determined what it is you want your customers to be feeling, saying and doing as a result of their stay with/ visit to you, share this with your team. 

Once they understand this they'll not only all be working towards the same goal, they'll start to come up with their own ideas and spot opportunities tom to help leave your customers feeling, saying and doing all the things you'd love them to.

Caroline Cooper is a business coach with over 25 years experience in business and management development, and founder of Zeal Coaching, specializing in working with hospitality businesses, and is author of the 'Hotel Success Handbook'.

www.zealcoaching.com